Contemporary issues

This unit will introduce learners to some current issues within the marketing industry including relationship marketing, customer relationship management, marketing in non-traditional contexts, marketing services and the increasing concern with ethical and social considerations.

Unit abstract

The role of marketing as a business function is increasingly viewed as an integral constituent of overall corporate strategy as organisations have become more aware of the need to develop long-term relationships with their customers.

The marketing industry has widened its scope to include non-traditional organisations such as those in the public and voluntary sectors. In this unit learners will examine how marketing theory is applied in not-for-profit organisations.

Services management, and therefore marketing, has been recognised separately since the 1970s. This unit also looks at the special approaches that service industry businesses need to adopt in a rapidly changing environment.

Ethical and social considerations have become increasingly important to all businesses and learners will investigate the impact this is having on marketing.

Learning outcomes

On successful completion of this unit a learner will:

1 Understand the importance of relationship marketing in a contemporary business context

Understand the role of marketing in non-traditional contexts

Understand the importance of applying the extended marketing mix in the service sector

Understand the reasons for the increasing emphasis on ethics and social responsibility in marketing.

UNIT 41: CONTEMPORARY ISSUES IN MARKETING MANAGEMENT

Unit content

Understand the importance of relationship marketing in a contemporary business context

IT requirements in relationship marketing: range of ICT tools, loyalty cards, research capabilities, production online, access to customers; monitoring and controlling projects and marketing plans, IT used in planning, scheduling and resourcing activities within the plan

CRM: grown out of relationship marketing approach, what CRM systems can do, limitations and possibilities, integration with traditional methods, maximising value for customer and organisation, how internet and digital technologies can be used to enhance communications and relationships within channels and between B2B partners, increasing social CRM, use of social media eg YouTube, Twitter

Knowledge management: the growing importance of knowledge management as a key tool in gaining and sustaining competitive advantage, analytical CRM

Understand the role of marketing in non-traditional contexts

Public sector: importance of growth of marketing concepts in the public sector, mix of private, voluntary and public sector activity, public sector objectives, marketing as satisfaction of customer needs at maximum levels of efficiency, criticisms of marketing in public sector eg expense of branding initiatives, use of resources

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